Email marketing is often called the workhorse of B2B marketing˳ It addresses key phases of the B2B sales funnel˳ It works for customer acquisition˳ It works for conversion˳ And it works for customer retention˳ It’s also inexpensive, fast, and targeted˳
One profitable way to market with email is with Ezines˳ But what should you write about? And how often should you publish?
There’s no universal answer for every case˳ On the whole, you should send your clients an Ezine at least monthly and perhaps every two weeks˳
The amount and type of information you want to share will answer the frequency question˳ As long as your Ezines contain useful, relevant and timely information, prospects and clients will want to read them˳
To help you in writing at least a monthly Ezine here are 10 topics guaranteed to engage your prospects and clients alike˳
1˳ “How to” articles – Readers don’t always need mind-blowing or spectacular articles˳ Readers find “How-to” articles practical and useful˳ That’s why they’re a big hit˳ Explaining how something captures and holds readers’ attention, especially if the article boils down the essentials˳ A few examples illustrate the utility of “How to” articles: How to select a 3PL provider; How to use warehousing software; How to implement a new business intelligence tool˳
2˳ News of external events, industry trends, products and services- Busy managers and executives need and want industry-specific information˳ Consider the disastrous 2011 tsunami in Japan that devastated the global supply chain˳ It shattered the IT and auto industries’ notion of a robust and reliable supply chain˳ News also helps readers keep pace with emerging trends˳ Lastly, keeping your readers up-to-speed on the least products, services, etc˳, falls into the useful and relevant categories˳
3˳ Customer stories – Stories sell because they engage˳ They grab and hold your reader’s attention, as they highlight a hero’s triumph over trouble˳ Our brains are conditioned to receive information in story form˳ It’s tough to beat a good beginning with a captivating middle that ends well˳ Showing how your customer succeeded – and avoided precarious pitfalls – with your product or service builds trust˳
4˳ Quotations – Keeping the busy manager or executive in mind, quotations work well in getting your reader’s attention˳ A famous quote can help sear in your reader’s mind how to avoid a crisis˳ Or it can call attention to an incredible opportunity˳ Put a little effort into selecting your quotations˳ They’ll do double duty when they’re timely˳ They also add variety, keeping your reader engaged˳
5˳ Mini-book reviews – Sticking with the premise that you have busy readers, this one’s a winner˳ Everyone wants to stay on top of critical industry issues˳ And many decision makers need and want more depth than what’s found in most marketing content˳ Spare these busy executives the agony of selecting which books to read˳ Offer them timely and relevant mini-book reviews of their industry˳
6˳ Recommended websites – Readers make time for helpful information such as recommendations of useful websites˳ Industry websites that include tools and tip can be reviewed and potentially hot-listed for future use˳ Logistics industry websites, for example, offer handy tools for filing Requests for Proposal (RFP) and Requests for Information (RFI)˳ They also offer directories of trucking companies, IT companies, and air and ocean freight forwarders˳ Doing the leg work for your readers goes a long way˳
7˳ Recommended vendors – The same applies here as with recommended websites˳ By taking the extra step in reviewing and ranking vendors according to common industry criteria, you save the reader valuable time˳ Providing a Top 5 or Top 10 list gives your reader a starting point to research a company, a product, or a service˳ Your recommendations can help remove worry when your readers feel confident they won’t make a mistake in selecting a reliable vendor˳
8˳ Interviews – Readers consume interviews because they’re meaningful˳ Business leaders and practitioners automatically lend credibility to your Ezine˳ They also offer a human touch when they reveal how they overcome and avoid upheaval in their industry˳ You should seek to interview business leaders and key company leaders from operations, marketing and logistics˳
9˳ Historical Industry Information – Readers appreciate the value of understanding history’s cycles of successes and failures˳ Companies want to succeed and avoid risk, so they’ll readily consume articles that reveal lessons learned˳ Additionally, understanding how an industry has changed can point to emerging trends˳ With the transportation industry we see the transformation of delivery services starting with the Pony Express, moving on to the heyday of the railroads, to delivery by drones˳
10˳ Lists of Key Events – A calendar of notable meetings, forums, trade shows, etc˳, is easily digested and takes little time to reads˳ Many Ezines include such lists, but it’s important to publish these at the beginning of the year and then one to two months before a special event˳ For events like trade shows that require more planning – e˳g˳ transportation and accommodations – then simply announce the event over the course of 3 months or more˳
Email Marketing Works with Useful, Interesting, and Meaningful Ezine Articles
Keep your reader in mind when publishing your Ezine˳ These topics aren’t new˳ However, prospects and clients will readers your Ezines if you choose your topics well, and include a mix of information your readers need and want˳ These topics also offer variety and some entertainment˳
This list of 10 engaging Ezine topics will keep your prospects and clients interested˳
Email marketing with Ezines works˳ It helps generate leads, convert customers, and build customer loyalty˳
If you don’t publish one now, see what your competition’s doing and rethink your decision˳
Source by https://ezinearticles˳com/?Email-Marketing—10-Engaging-Topics-That-Keep-Your-Ezine-Reader-Interested&id=8399052
